Credits

Burusera - aka the creepy Japanese fetish for the (worn) underwear of young women - is given a very funny spin in this new Hornbach campaign.

In the spot, created by Heimat Berlin and directed by Anorak Film's Sam Hibbard, men of - ahem - advanced years are seen working up a sweat in the garden, before peeling off their soiled pants and vests for collection by a squad of serious-looking scientists.

Fast-forward to a factory where the fruity undergarments are individually vacuum-packed, sealed in plastic and dispatched to vending machines, ready for customers eager to inhale 'the smell of spring'.

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